Case Study
9Honey Kitchen x Green’s
Establishing Green’s as the owner of home baking occasions
One of Australia’s most famous baking brands, Green’s, wanted to stand out within the baking category and showcase its “home style” range. Over time, the baking category had become commoditised, with price the only lever for differentiation. So how could Green’s gain traction as the owner of home baking occasions and drive product consideration?
The strategy
As COVID-19 began, Australians embraced baking like never before and this offered a timely opportunity to connect Green’s with Nine’s high-value audience, delivering premium, editorially aligned content.
Nine’s solution focused on demonstrating Green’s three main product benefits: ease, taste and togetherness. The campaign included a flagship partnership with Australia’s most engaged women’s network, 9Honey, to showcase these benefits with engaging, relatable editorial content hosted by 9Honey food and lifestyle writer, Jane DeGraaff.
The execution
Nine’s Powered Studios produced and integrated Green’s baking occasions into three high-quality native videos led by Jane DeGraaff and distributed on the 9Kitchen section of 9Honey. These videos were designed to showcase the range of Green’s baking products and provide Jane’s expert opinion on how tasty and easy to make these recipes are.
In addition, four ‘hands in pans’ style videos were created to focus on key seasonal baking moments such as school holidays and Mother’s Day. These videos all featured and referred to Green’s products.
The results
Green’s owned the home baking experience with surrounding media on branded content delivering a click-through rate eight times higher than industry benchmark.
The commercial content videos exceeded target by 22% or more while the videos generated high engagement with time spent on each exceeding two minutes. Additionally, the ‘hands in pans’ style videos exceeded target by 43% or more.
Related case studies
Mission: Impossible – Fallout was coming soon to a cinema near you, with a target audience of men 25-to-54, and Paramount Pictures needed to get bums on cinema seats.
Mission: Impossible – Fallout was coming soon to a cinema near you, with a target audience of men 25-to-54, and Paramount Pictures needed to get bums on cinema seats.
Fans of Australian Survivor are 1.2x more likely to have cover with a private health provider and 2.5x more likely to be looking at switching.
Fans of Australian Survivor are 1.2x more likely to have cover with a private health provider and 2.5x more likely to be looking at switching.
In 2020, the greatest Survivors the Australian game has ever seen returned; hungrier, stronger and shrewder than ever before.
In 2020, the greatest Survivors the Australian game has ever seen returned; hungrier, stronger and shrewder than ever before.
Campbell’s seizes the opportunity to increase market share and shift consumer perceptions about its products, from pantry essentials to recipe-driven must-haves.
Campbell’s seizes the opportunity to increase market share and shift consumer perceptions about its products, from pantry essentials to recipe-driven must-haves.
By tapping real-time weather data, 7Digital put Suncorp and the importance of insurance front and centre during the hot Aussie summer.
By tapping real-time weather data, 7Digital put Suncorp and the importance of insurance front and centre during the hot Aussie summer.
Using its digital smarts, 7Digital helped the Golden Arches to engage avid NFL superfans in three of its biggest brand promotions.
Using its digital smarts, 7Digital helped the Golden Arches to engage avid NFL superfans in three of its biggest brand promotions.
With big-name brands including Herbert Adams, Nanna’s, Four’N Twenty and Patties, Patties Foods is the queen of the frozen pastries category.
With big-name brands including Herbert Adams, Nanna’s, Four’N Twenty and Patties, Patties Foods is the queen of the frozen pastries category.
